Premium outdoor furniture brand Helinox has reported strong growth in Europe during 2021. Despite the challenges in the global supply chain, the company’s European business recorded a sales increase of 50% during the year – delivered through its sales channel mix of wholesale, distributor and direct-to-consumer. Results reflect the greater consumer-led interest in the packable furniture category, with Helinox growing strongly in all of its key markets, including Germany, the UK, France, the Netherlands and Switzerland. Following recent success, the company has outlined its plans to build on strong existing partnerships in order to further grow brand presence and boost sales during 2022 and beyond.
At the start of 2021, Helinox announced that it had strengthened its European based operations and customer services team. This development came off the back of achieving ambitious growth targets in 2019 and 2020, thanks to partnerships that have helped the brand to improve its foothold in target markets. Data from the USA has revealed that packable outdoor furniture was one of the highest outdoor product growth categories in 2021 in terms of sell through growth, and Europe is experiencing similar trends.
In 2021, consumer interest in the brand was also driven by high profile collaborations with like-minded design-led brands such as Carhartt, Maison Kitsune and Finisterre. The collaboration programme furthered the brand’s desirability with fashion-forward outdoor consumers, while also creating a number of high profile media hits with influential lifestyle publications.
Andrew Shand, CEO of HEMA, comments: “During 2021, Helinox was able to cement itself as Europe’s leading brand at the premium end of the packable outdoor furniture category, thanks to strong consumer-led interest in our products, and our strategy of focusing available inventory and marketing activities on our excellent core retailer base.
“We keep a very close eye on both macro and micro trends, and it’s clear that the shift we’ve seen in consumer behaviour towards spending more time socialising outdoors will continue into 2022 and beyond. With our proven range of products, and the support of our best-in-class retail partners, Helinox is in prime position to continue its forward momentum.”
Helinox is investing for growth and has strengthened its production and quality assurance team in Vietnam, working with the South Korean HQ in Incheon. To meet the growing demand, expansion of DAC’s aluminium production facilities in South Korea was successfully completed during the final quarter of 2021 and an additional factory is scheduled to come online in 2022. So despite the challenges to supply chains and logistics impacting this year, Helinox is investing in its future with confidence.
For more information about Helinox and its range, visit www.helinox.eu.